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Unit 4 Bank Management
Building rapport with a customer will increase his or her satisfaction
with the bank. Rapport is a bond of mutual trust. It is central to a successful
and ongoing business relationship. Never underestimate the power of a
sincere smile. Other methods of achieving rapport are shown in Figure 11-7.
Financial products can be confusing for many people. Many of the
financial decisions customers make will have a major impact on their
lives. Bank employees should be able to explain the options the bank
offers. If the employee does not know the answer, he or she should be
able to readily find it. In some cases, the customer should be brought
to an employee who is more familiar with the topic. For example, a loan
officer could probably explain loan terms better than a teller, who does not
deal with loans every day.
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promotion, they are unlikely to continue as customers if their customer
service needs are not met. When bank employees use what they know
about the bank and its products to meet customer needs, they are
contributing to the bank’s success.
Customers expect good service. Whether a customer receives
exceptionally good or poor service, he or she is likely to mention it to
others. Word-of-mouth advertising is a type of promotion in which
customers tell others about their experience with a specific business. The
only control banks have over word-of-mouth advertising is the customer
service they provide. It is up to the bank to foster positive relationships
with customers by excelling in every interaction.
Rapport
Language
• Use speech and body language similar
to that of the customer
• Be aware of your nonverbal
communication as well as that from the
customer
Cultural
• Find shared interests and experiences
with the customer
• Be aware of cultural differences
between you and the customer
Other
• Create a positive environment
• Be open to doing something for a
customer for no immediate return
• Identify barriers between you and the
customer and work to remove them
Source: Shutterstock (Pius Lee)
Figure 11-7.
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